بهاره جبارزاده نوری

As the digital landscape continues to reshape the banking industry, understanding the factors influencing customer loyalty in online banking becomes paramount. This study investigates the intricate relationships between e-satisfaction, e-loyalty, and the moderating effects of consumer perceived risk and skill. Drawing on a sample of 168 customers from selected branches of Bank Mellat in Mashhad, statistical analyses were conducted using SPSS and Smart-PLS. The results reveal a direct and positive impact of e-satisfaction on e-loyalty, elucidating the fundamental role of customer contentment in fostering loyalty in the online banking domain. Moreover, the study uncovers a nuanced interplay, demonstrating that the relationship between e-satisfaction and e-loyalty is contingent on the levels of consumer perceived risk and skill. High perceived risk and low skill levels diminish the impact of e-satisfaction on e-loyalty, highlighting the need for tailored strategies for these customer segments. This research contributes to the evolving understanding of e-loyalty dynamics, emphasizing the significance of customization, security, convenience, delivery, communication, and website aesthetics in shaping customers' e-loyalty. The findings provide actionable insights for banking institutions to refine their online platforms, fostering a more personalized, secure, and engaging digital banking experience to enhance customer loyalty.